NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ861897
Record Type: Journal
Publication Date: 2009-Jun
Pages: 16
Abstractor: As Provided
ISSN: ISSN-0022-1325
Discrepancies between Parents' and Children's Attitudes toward TV Advertising
Baiocco, Roberto; D'Alessio, Maria; Laghi, Fiorenzo
Journal of Genetic Psychology, v170 n2 p176-191 Jun 2009
The authors conducted a study with 500 parent-child dyads. The sample comprised 254 boys and 246 girls. The children were grouped into 5 age groups (1 group for each age from 7 to 11 years), with each group comprising 100 children. The survey regards discrepancies between children and their parents on attitudes toward TV advertising to determine how TV commercials affect children's developmental stages and, particularly, their credence, behavioral intentions, and TV enjoyment. Regarding enjoyment and purchase dimensions, the group of 7-year-old children claimed that they enjoyed and are influenced in their consumer attitude more than did the groups of 8-11-year-old children. Credence decreased significantly with age. This study showed that parents tended to undervalue TV advertising's influence on their children. Parents' conformity was a significant predictor of children's attitude toward TV advertising. Results indicated that a high level of parental conformity was linked to the number of brands children claimed to possess. (Contains 4 tables.)
Heldref Publications. 1319 Eighteenth Street NW, Washington, DC 20036-1802. Tel: 800-365-9753; Tel: 202-296-6267; Fax: 202-293-6130; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Italy (Rome)